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The Digital Product Passport (DPP): The future of marketing and customer dialogue

EU-wide, five trillion DPP will be issued each year, according to calculations by Deloitte.

One thing is already clear: the Digital Product Passport will change the economy. But the DPP also offers new opportunities for marketing. The DPP lets products speak for themselves and thus becomes a direct communication channel to the customer.

So how does it work?

Only 5 steps are needed to open a new and individual communication door to the customer with the DPP.

Thomas L. Rödding explains what these are in his article (in German) in W&V.


English summary:

The Digital Product Passport (DPP): Transforming Business and Customer Engagement

In 2027, EU companies will be required to implement the Digital Product Passport (DPP). Initially seen as a regulatory burden, it represents a significant opportunity for sustainability and customer communication.

A DPP is a dataset containing details of a product's origin, composition, supply chain, maintenance and more. It also includes certificates and compliance data. The DPP enables products to communicate with shoppers, encouraging better choices and post-sale engagement.

Implementation involves five steps:

Create a product passport: Use a dedicated system to collect product information.

Publish the passport: Report DPPs to the EU Commission.

Integrate into products: Embed DPPs using NFC, QR codes or barcodes.

Maintain the Passport: Update DPPs as needed.

Drive interaction: Products can engage customers with tailored content.

The need for a DPP depends on the complexity of the product. Companies can treat it as a requirement or as a direct customer interface, involving teams from IT, procurement, marketing, communications and sustainability.

For consumers, accessing DPP information is as simple as scanning the product with a smartphone. The DPP promises to revolutionise business operations, increase transparency and improve customer engagement.


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